Short answer
Design B2B platforms with distinct user journeys and feature sets that acknowledge and serve the utilitarian needs of professionals seeking efficiency and the hedonistic desires of individuals seeking enjoyment and social connection.
- Field
- Innovation & Markets
- Source
- Jyväskylä University Digital Archive (University of Jyväskylä) (2014)
- Method
- Case Study
- Sample
- 22 participants
- Evidence
- Moderate effect
Understanding the distinct motivations of event organizers (efficiency, utilitarianism) and attendees (enjoyment, hedonism) is crucial for designing effective B2B information systems that foster value co-creation. This innovation & markets research insight is drawn from a 2014 study published in Jyväskylä University Digital Archive (University of Jyväskylä). Using Case study with 22 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design B2B platforms with distinct user journeys and feature sets that acknowledge and serve the utilitarian needs of professionals seeking efficiency and the hedonistic desires of individuals seeking enjoyment and social connection.
B2B Event Platforms Drive Value Through Differentiated User Needs: Utilitarianism for Organizers, Hedonism for Attendees
Understanding the distinct motivations of event organizers (efficiency, utilitarianism) and attendees (enjoyment, hedonism) is crucial for designing effective B2B information systems that foster value co-creation.
Jyväskylä University Digital Archive (University of Jyväskylä) · 2014
Key Findings
- 01Core values for attending events for both organizers and attendees include learning objectives, commercial goals, and social interaction.
- 02Organizers seek work efficiency and utilitarian values from online services.
- 03Attendees seek enjoyment and hedonistic values from online services.
Application
Design takeaway
Design B2B platforms with distinct user journeys and feature sets that acknowledge and serve the utilitarian needs of professionals seeking efficiency and the hedonistic desires of individuals seeking enjoyment and social connection.
How to apply
When designing a digital service for a B2B market, map out the distinct needs and motivations of each user role. Develop features and user flows that specifically address these differences, rather than assuming a uniform user experience.
Project actions
- 01When researching user needs for a B2B product, interview or survey different types of users (e.g., buyers vs. sellers, managers vs. end-users).
- 02Consider how to present information and features differently to appeal to users with utilitarian versus hedonistic motivations.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Focuses on value co-creation, a key concept in modern service design.
- +Highlights practical differences in user needs within a B2B context.
Limitations
The findings are specific to the business event industry and may not apply to all B2B markets. The sample size of 22 participants is relatively small, limiting the generalizability of the results.
Reliability & validity
The study's validity is supported by its focus on a specific theoretical framework (value co-creation) and its application within a defined case study. Reliability could be enhanced through larger sample sizes and triangulation of data collection methods.
Think critically
How might the identified differences in utilitarian and hedonistic motivations impact the overall user experience and adoption rate of a B2B platform if not adequately addressed in the design?
Design Principles
"Value co-creation in B2B systems is enhanced by recognizing and addressing the divergent motivational drivers of different stakeholder groups."
In the B2B context, a 'one-size-fits-all' approach to digital platforms can fail to meet the diverse needs of stakeholders. Tailoring features and user experiences to specific user groups, like event organizers and participants, can significantly enhance engagement and perceived value, leading to more successful service adoption and market penetration.
What This Means for Your Design
When you make a website or app for businesses, remember that the people using it have different reasons for being there. The person organizing the event might want something that saves them time and helps them do their job better, while the person attending might want something fun and easy to use that makes them feel good.
How to use in your project
- 1.Reference this study when discussing the importance of understanding diverse user needs in a B2B context, particularly when designing information systems or platforms.
- 2.Use the findings to justify the need for user research that differentiates between stakeholder groups within a design project.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that in B2B information systems, value co-creation is significantly influenced by distinct user motivations. For instance, within the business event industry, organizers prioritize utilitarian values such as work efficiency, while attendees seek hedonistic values like enjoyment and social interaction. This divergence necessitates a design approach that caters to these varied needs to maximize user engagement and perceived value.
Source
Jyväskylä University Digital Archive (University of Jyväskylä)
EXPLORING THE ELEMENTS FOR VALUE CO- CREATION IN CONSUMER INFORMATION SYSTEMS IN B2B CONTEXT: A CASE STUDY ON THE BUSINESS EVENT INDUSTRY
journal · 2014
View sourceQuestions About This Research
- What does the research say about b2b event platforms drive value through differentiated user needs: utilitarianism for organizers, hedonism for attendees?
- Design B2B platforms with distinct user journeys and feature sets that acknowledge and serve the utilitarian needs of professionals seeking efficiency and the hedonistic desires of individuals seeking enjoyment and social connection. Evidence: Jyväskylä University Digital Archive (University of Jyväskylä) (2014).
- Why does "B2B Event Platforms Drive Value Through Differentiated User Needs: Utilitarianism for Organizers, Hedonism for Attendees" matter for design?
- In the B2B context, a 'one-size-fits-all' approach to digital platforms can fail to meet the diverse needs of stakeholders. Tailoring features and user experiences to specific user groups, like event organizers and participants, can significantly enhance engagement and perceived value, leading to more successful service adoption and market penetration.
- How can designers apply this research?
- Design B2B platforms with distinct user journeys and feature sets that acknowledge and serve the utilitarian needs of professionals seeking efficiency and the hedonistic desires of individuals seeking enjoyment and social connection.
- What were the main findings?
- Core values for attending events for both organizers and attendees include learning objectives, commercial goals, and social interaction.. Organizers seek work efficiency and utilitarian values from online services.. Attendees seek enjoyment and hedonistic values from online services.
- What research method was used?
- Case Study with 22 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2014 journal from Jyväskylä University Digital Archive (University of Jyväskylä).
- What should I do differently in my next project?
- When designing a digital service for a B2B market, map out the distinct needs and motivations of each user role. Develop features and user flows that specifically address these differences, rather than assuming a uniform user experience.
- What are the limitations?
- The study focused on a specific industry (business events) and may not be generalizable to all B2B contexts. Further research is needed to identify additional factors influencing value co-creation in B2B settings.